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Whilst the journalism remained world-class, the brand had lost some of its lustre and repeat readership was dwindling.

We created a series of films that celebrate the forgotten (or unknown) stories of the FT, from the iconic colour to their original masthead. Then we complimented this with a poster campaign and a series of partnerships.

Growth of monthly subscriptions within existing readers was up 9% in the 6 months following this activity (FY Q4 2023/4).

OPC have now been tasked with developing a global acquisition campaign to compliment this work.